12 November 07 | Chad W. Post

This was by far the most uplifting, pragmatic, exciting panel at the Translation Marketplace. Not that the others were uninteresting, but for whatever reason, great independent booksellers have a way of making you feel like change is possible, like the situation isn’t that bad, like it’s really worthwhile to keep forging ahead.

Karl Pohrt of Shaman Drum moderated this panel that included Sarah McNally of McNally Robinson, Rick Simonson of Elliott Bay Book Company, and Paul Yamazaki of City Lights. With Mitchell Kaplan in the audience, we literally had five of the most knowledgeable booksellers in the country in one room discussing innovative ways for publishers and bookstores to work together to sell international literature. And with Barbara Epler from New Directions, Jill Schoolman from Archipelago, and Michael Reynolds from Europa Editions, publishers were also well represented.

Basically, this panel was an opportunity for each bookseller to highlight what his/her store was able to do to sell works in translation. Each panelist—maybe with the exception of Sarah—recognized that their store was somewhat unusual, yet they all put forth the idea that it’s not hard to sell international literature if you actually try.

Karl spent some time talking up Reading the World, a unique collaboration between publishers and independent booksellers to promote international literature. Basically, this program is made up of 15 presses, 25 presses, and 200 bookstores that display these books and promo materials throughout the month of June. He also pointed out that independent booksellers need a new model to be able to survive, such as having a nonprofit component highlighting the good to the community that independent bookstores provide. (More on this in a future post . . .)

Sarah highlighted some interesting statistics from her store, including the fact that 52.5% of the titles in her fiction section are from international authors. She also said that the translations displayed on the front table of the store outsell American fiction on a regular basis. And echoing the day’s first panel, she believes B&N is to blame for helping create the prejudice that translations don’t sell.

Paul praised younger staff members at City Lights for creating all the great displays in the store. He also pointed out that booksellers are naturally curious about literature and though, and seek out international literature from unique, independent presses.

Rick mentioned the readings Elliott Bay hosts for translators, and the incredible success booksellers there have in handselling international literature, especially in connection to people buying travel guides.

Mitchell gave us all the great idea of “Food for Thought” book clubs through which restaurants and booksellers work together to promote international literature. For a minimal cost—say $50—readers would get a copy of a book and be able to attend a lunch or dinner at a local restaurant where a facilitator would lead a discussion of the book. (This seems so simple and easy to replicate . . .)

There was also a great conversation about the ways publishers and booksellers could collaborate, how we could create self-contained promotions for bookstores, how we could get the books into the hands of enthusiastic booksellers who are searching for something new and exciting—and I truly believe this conversation will continue well into the future.

What was most exciting was the sentiment that contrary to the typical doom and gloom, it’s entirely possible to find readers for international works of literature—we just have to remain passionate and keep trying. And communicate more.

It’s also worth noting that booksellers are way more in tune with what’s being published than any other segment of the industry, and are more knowledgeable about what readers actually are willing to read than anyone else. They are at the front lines so to speak, and deserve to play a much bigger role in conversations about book culture.

And I was also struck by the way all of these booksellers (and publishers) are focused on passing on their passion for great literature to younger readers/employees. They clearly embodied the belief that taking a long-term view and looking toward the future is much more valuable than focusing on short-term results. This idea manifests itself in different ways in the publishing industry, including the way a lot of non-profits are dedicated to cultivating an audience for a book over decades, rather than focusing on net sales for the first year following a book’s release. But it can be applied in many more ways, and building upon an earlier post about the role founders and directors can play in encouraging people to start new initiatives, I think it’s really valuable to keep this in mind when talking about something like the book industry that usually doesn’t offer the same financial rewards as other fields.


Comments are disabled for this article.
....
A Greater Music
A Greater Music by Bae Suah
Reviewed by Pierce Alquist

A Greater Music is the first in a line of steady and much-anticipated releases by Bae Suah from key indie presses (this one published by Open Letter). Building off of the interest of 2016 Best Translated Book Award longlist nominee. . .

Read More >

Two Lost Souls: on "Revulsion" and "Cabo De Gata"
Two Lost Souls: on "Revulsion" and "Cabo De Gata" by Horacio Castellanos Moya; Eugen Ruge
Reviewed by Tim Lebeau

The dislocation of individuals from the countries of their birth has long been a common theme in contemporary literature. These two short novels recently translated into English appear firmly rooted in this tradition of ex-pat literature, but their authors eschew. . .

Read More >

Melancholy
Melancholy by László Földényi
Reviewed by Jason Newport

In Melancholy, Hungarian author, critic, and art theorist László Földényi presents a panorama of more than two thousand years of Western historical and cultural perspectives on the human condition known as melancholia. In nine chapters, Földényi contrasts the hero worship. . .

Read More >

The Hatred of Music
The Hatred of Music by Pascal Quignard
Reviewed by Jeanne Bonner

Pascal Quignard’s __The Hatred of Music_ is the densest, most arcane, most complex book I’ve read in ages. It’s also a book that covers a topic so basic, so universal—almost primordial—that just about any reader will be perversely thrilled by. . .

Read More >

Fragile Travelers
Fragile Travelers by Jovanka Živanović
Reviewed by Damian Kelleher

In Gustave Flaubert’s Madame Bovary, Flaubert attempted to highlight the ordinary, tired, and often crass nature of common expressions by italicising them within the text. When Charles, Emma Bovary’s mediocre husband, expresses himself in a manner akin to that of. . .

Read More >

Nineteen Ways of Looking at Wang Wei
Nineteen Ways of Looking at Wang Wei by Eliot Weinberger
Reviewed by Russell Guilbault

Eliot Weinberger takes big strides across literary history in his genuinely breathtaking short work, 19 Ways of Looking at Wang Wei, tracking translations of a short ancient Chinese poem from the publication of Ezra Pound’s Cathay in 1915 to Gary. . .

Read More >

Radio: Wireless Poem in Thirteen Messages
Radio: Wireless Poem in Thirteen Messages by Kyn Taniya
Reviewed by Vincent Francone

Prose translators will likely disagree, but I believe translating poetry requires a significant level of talent, a commitment to the text, and near mania, all of which suggests that the undertaking is the greatest possible challenge. The task is to. . .

Read More >

The Subsidiary
The Subsidiary by Matías Celedón
Reviewed by Vincent Francone

The biggest issues with books like The Subsidiary often have to do with their underpinnings—when we learn that Georges Perec wrote La Disparition without once using the letter E, we are impressed. Imagine such a task! It takes a high. . .

Read More >

Thus Bad Begins
Thus Bad Begins by Javier Marías
Reviewed by Kristel Thornell

Following The Infatuations, Javier Marías’s latest novel seems, like those that have preceded it, an experiment to test fiction’s capacity to mesmerize with sombre-sexy atmospheres and ruminative elongated sentences stretched across windowless walls of paragraphs. Thus Bad Begins offers his. . .

Read More >

Death by Water
Death by Water by Kenzaburo Oe
Reviewed by Will Eells

Death by Water, Kenzaburo Oe’s latest novel to be translated into English, practically begs you to read it as autobiography. Like The Changeling, as well as many other works not yet released in English, Death by Water is narrated in. . .

Read More >